The longstanding computer rivalry between Apple and Microsoft is so reputed that movies and books have chronicled the history. Since the mid-1970s when co-founders Steve Jobs and Steve Wozniak dragged their first primitive Apple computer out of their garage workshop, Apple has been cutting its own edge in the IT world. Often associated with the creative, minimalist geek, today’s Apple computer is a barely recognizable ancestor to its convoluted, counter-intuitive Neanderthal roots, and so the company.

Only a decade or so ago, Apple computers existed on the fringe of the PC owning world. Microsoft clearly dominated the field of personal computing, with friendly GUIs and a rapidly evolving operating system (OS) that seemed a worthy companion for the globalizing business world. Today, the sleek, clean Apple products sell themselves. Not only have the computers evolved to space age proportions both in design and OS, but sales have skyrocketed, artfully conceptualized Apple stores are standing room only, and the legendary iPod has permanently altered the portable audio world, especially that of music.

Twenty-first century Apple is on the list of Fortune 500 companies and has taken a solid stance in corporate responsibility, especially notable for its contributions to education. In fact Apple advertising efforts focus clearly on the needs and priorities of college students: portable and affordable music, portable and enviable computers designed for academia, but able to crank out all the entertainment bells and whistles, peripherals and software that turn a PC into stereo/music studio or photography/film studio in a snap, and models affordable enough to be financed by a college student.

Further dedication to education is evident in the Apple Distinguished Educator Program. The ADE recognizes and rewards the innovation of outstanding educators from K-12 and collegiate realms whose belief in the Apple ethos has expanded technical opportunity for their students.

The Apple Scholars program recognizes the academic and creative abilities of outstanding high school seniors with $2,000, an Apple Nano iPod, plus a pricey laptop to take to college. Eligible applicants must be ready to go head to head with some pretty stiff competition. The idea is to prove, via "senior project," that you can synthesize your academics with the creativity inspired by your Apple experience and savvy.

Winning projects have included development of useful Dashboard widgets, classroom podcasts, cutting-edge digital imaging concepts for the classroom, and high-level video projects, all utilizing Apple software and devices.

Besides the scholarships, Apple also provides education discounts for students as well as K-12 institutions and colleges and universities.